OMA Debuts New Logo and Site
The nationally acclaimed Orlando Museum of Art (OMA), a long-time cornerstone and pillar of the Orlando arts community, has a new look that will help advance the museum’s role as a premier cultural gathering place where visitors can not only learn about and view art exhibits, but come together to discuss, collaborate on and be inspired by art.
Working with advertising, branding and design agency Push, the new brand was developed after the arts museum determined that it needed a more modern brand, reflective of its vision as well as its commitment to arts and arts education.
“The rebranded logo and Web site are a significant step toward the OMA’s goal of attracting all audiences and ages, and continues our commitment to excellence in the arts. Ultimately, we aim to make the OMA a more welcoming place, and the new brand Push created for us reflects this desire by refreshing our image and giving us a stronger presence on the Web,” said Marena Grant Morrisey, executive director of the Orlando Museum of Art. “We’re also reaching out through the hosting of dynamic, new exhibitions and social events such as 1st Thursdays, and through the ongoing refurbishment of our galleries.”
In the future, the OMA intends to enhance its spaces - inside and out - so visitors can congregate and sit while immersing themselves in art. The OMA also plans on adding a permanent coffee service.
The rebranded OMA logo uses timeless, geometric shapes, evoking the essence of art itself, and can be found in varying forms of new OMA collateral.
“We worked closely with the OMA to rejuvenate their graphic identity and create a brand that shows the institution’s aspirations,” remarked Chris Robb, chief creative officer and partner of Push. “In particular, the new Web site we produced for the OMA is unlike any other museum site. Through its unique functionality and educational content, the OMA site will increase awareness of the museum and its programs, as site visitors from around the world come across it.”
The OMA’s rebranded Web site (www.omart.org) was conceptually directed and produced by Push and Orlando-based developer Hydra Studio. It was also a collaborative effort with award-winning designer Renda Morton of New York-based design collective Rumors. The easy-to-navigate Web site brings the OMA into a contemporary setting, with an artistically simple appearance. Its innovative filtered calendar functionality is a first of its kind for any main interface of a museum Web site.
On the Web site, visitors can filter the information they view based on their own interests. The filter then creates a calendar of events and art specifically geared for each unique visitor using the feature. The information can be viewed by day, month or year and allows Web site visitors to see art in a historical context - true to the OMA’s core value of arts education. Entire collections can also be viewed, including art that is part of the permanent collections, such as the OMA’s impressive Andy Warhol print. Aditionally, a “Fun Facts” function on the site provides little-known facts about renowned artists.
“We used a non-traditional approach to develop the OMA’s navigation,” said Bobby Jones, Hydra Studio CEO, creative director and founder. “We took away the typical bread crumb style navigation to encourage users to explore the site’s one-of-a-kind content filtering functionality. At the same time, we adhered to Web standards, so everyone who visits the Web site has a consistent experience, no matter their browser of choice. Some of the other stand-out features include a syncing capability between OMA events and users’ calendar programs, and an RSS feed of museum updates.”
The site’s unique execution optimizes it for search engines, with thousands of OMA searchable subpages on the Web. This search engine optimization will help leverage the OMA internationally, as Web surfers from around the globe come across the OMA site when searching for artist information.
As a private institution, the OMA was founded by the community, is part of the community through education, and is supported by the community. Part of this support is evident through Push’s and Hydra Studio’s donation of time and services to rebranding the OMA.
Push is a strategic and creative advertising, branding and design agency. Through a discipline-neutral approach, we converge to push brands to their full potential with integrated marketing solutions including advertising, brand consulting and development, design, interactive, media, public relations and promotions. To learn more about Push, visit www.pushhere.com.
About Hydra Studio
Hydra Studio develops interactive marketing tools that impact both cause and commerce. The firm is an established leader of the Web 2.0 movement, and focuses on building semantic Web sites structured for search engine readability, cross-browser compatibility and overall user experience.
Hydra’s capabilities also include interactive design, broadcast design and enterprise-level application development. For more information and to read Hydra Studio’s weekly blog, visit www.hydrastudio.com